Is it all about religious faith? Exploring the value of contemporary pilgrimage among senior travelers

This study explores the values of pilgrimage exhibited by senior travelers in Taiwan. We identify and explore both spiritual and social values by applying means-end chain theory and the laddering technique. This study investigates the hierarchical relationship among pilgrimage attributes, the consequences that senior pilgrims obtained, and the satisfaction of personal values as an ultimate goal. The clear links are found among attributes, consequences, and values with social interactions that are acquired by keeping in touch with friends, followed by spiritual succor and support that connects with supporting temples, praying, and vow redemption. These findings provide novel insights into pilgrimage literature.     

Understanding repurchase intention of Airbnb consumers: perceived authenticity,electronic word-of-mouth,and price sensitivity

ABSTRACT

The purpose of this paper is to extend the research on consumer repurchase intention, perceived value, and perceived risk into the realm of the peer-to-peer economy, specifically in the context of Airbnb. A total of 395 surveys were collected in Canada and the United States. The results showed that perceived risk negatively impacts Airbnb consumers’ perceived value and repurchase intention while perceived value positively enhances their repurchase intention. Interestingly, price sensitivity was found not to reduce customers’ perceived risk but can improve their perceived value and positively influences them to repurchase the Airbnb products. Perceived authenticity was found to have a significant effect in reducing Airbnb consumers’ perceived risk and positively influencing their perceived value. Electronic word-of-mouth has a positive effect on repurchase intention as well as perceived value whereas it negatively affects perceived risk. Theoretical and managerial implications are discussed and future study directions are offered.